Rasta Abrasives is Revitalised

On 23 November 2017

As part of ongoing investment to improve performance and customer satisfaction, Saint-Gobain Abrasives announces a revitalisation of the Rasta Abrasives brand, strengthening its position in the market. The company has unveiled a more modern and cohesive identity for its export line, as well as introducing upgraded effectiveness in its cutting wheel technology to deliver longer-lasting performance in tough applications.

Rasta has a strong brand heritage, rooted in the Swiss passion for delivering innovative solutions with unparalleled product quality. Rasta’s new tag line, ‘The original Swiss brand’ underlines the brand’s goal to continue to offer superior abrasive solutions to its customers to meet their demands, centring on the nation’s unrivalled reputation.

A new contemporary design style with improved graphic elements and clear communication makes product selection quicker and easier. The update will also include a newly structured offering of clearly defined quality tiers, ‘good’, ‘better’, ‘best’ and ‘best innovation’ solutions, for all industrial applications represented by four sub-brands: Formula 1 (best innovation), Specialist Line (best), Multipower Line (better) and Classic (good). Users should be able to choose the right abrasive solution by performance level and price point for their application more simply following the update.

The company has been successfully manufacturing professional cutting-off discs and grinding wheels for over 50 years, extending the portfolio to now include flap discs, non-wovens and diamond blades. International expansion is also at the heart of the operation, with particularly strong activity in Latin America and the Middle East to support these growing markets.

Gilles Plu, Commercial Director, Africa and Export, at Saint-Gobain Abrasives, comments: “We’ve decided to revitalise the Rasta brand to make it more modern and easily identifiable, but we will continue to provide the same great quality and even better performance solutions our customers have come to expect. Customers should now be able to select the right product for the job much more easily – whether its performance or price they’re looking for. They will also benefit from our new upgraded performance cutting off discs, offering a more cost-effective solution thanks to its longer-lasting qualities.”

The new catalogue, released in 2018, will see the introduction of the new Rasta branding and the new packaging will be rolled out from November 2017. The new Rasta range will be on display at the International Hardware Fair, Cologne 4-7th March 2018.

ENDS

About Saint-Gobain Abrasives

Saint-Gobain Abrasives offers powerful, precise, user-friendly solutions, which enable customers to cut, shape and finish all materials in the most complex and challenging applications. By working closely with end-users and grinding expert partners, Saint-Gobain Abrasives designs and provides customised solutions to secure the best option for performance, cost and safety. Leveraging its global manufacturing presence, Saint-Gobain Abrasives serves its customers locally through its structured sales operations in over 27 countries, employing over 10,000 people.

Abrasives form a key part of the High Performance Materials Division of Saint-Gobain, which is one of five key areas of activity in which Saint-Gobain operate.

"Abrasives of excellence" reflects Rasta’s goal to offer superior abrasive solutions to its customers. Quality, precision, durability and long service life – all typical characteristics of Rasta products.

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